MKC2110 Study Guide - Midterm Guide: Reference Group, Long-Term Memory, Universal Mind
6 Jun 2018
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WEEK 10 TUTORIAL QUESTIONS
List and define the four forms of involvement. Describe and give an example of
four fators hih ould otriute to a osuer’s felt ioleet.
The four forms of involvement are; cognitive, affective, enduring and situational.
Cognitive involvement is the heightened thinking and processing of information
about the goal object. Typically when a consumer is highly motivated, they will pay
attention to adds and display goal relevant behavior. For example, a consumer may
thik of uig a house, so thell e highl otiated as there is high risk, ad thus
do research paying attention to ads and alternatives.
Affective involvement revolves around our feelings and emotions, Interest in using
our emotional energy toward an offering, activity or decision, for example planning
an anniversairy gift for a loved one.
Enduring involvement is when consumers have a constant interest in an object, for
example cars, and will constantly research but will not always purchase, Represents
long term interest that a consumer has in a product class. Without being engaged in
purchasing process. Showing interest in over a long period of time.
Whilst situational involvement is a temporary interest in a purchase process, it can
be either high or low involvement, but is typically a decision made in certain
situatioal irustaes. For eaple, sa a osuers ashig ahie roke
down, initially they had no drive to look or research into washing machines, but now
that they need a new one they have to go through the consumer decision making
process to research into buying a new one.
What is a heuristic? Explain how consumers are heuristics, and give examples of
two heuristics.
Heuristics are simple rules of thumb that consumers use derived from experience,
Commonly heuristics are used for low involvement purchases. Through heuristics
consumers are able to shorten their consumer decision making process and cut on
costs such as research, time and psychic. Heuristics are divided between cognitive
and affective based heuristics, cognitive based heuristics include; performance
tactics, price tactics, brand loyalty and habit tactics. Whilst, affective based heuristics
are more concerned with affective tactics, brand familiarity, variety seeking and
such.
An example of a cognitive based heuristic is performance related tactics, in which a
consumer may think a product works best, and provides the best performance. The
tactic is based off benefits, features or evaluations of a brand. Another example of a
cognitive based tactic would be price such as zone of acceptance in which consumers
develop a certain zone of acceptance of prices to purchase. They establish a range of
prices for any purchases decision between $x and $y.
Affective based heuristics can be derived from impulse purchases, in which
consumers make unexpected purchases based on strong feelings, in which they
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